Apple Brand Audit : Apple Inc. Essay

Apple Brand Audit : Apple Inc. Essay

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Apple brand audit
In fact, about this business one can easily write a few weighty books. Without exaggeration, we can say that Apple is one of the brightest technology companies that appeared in the 70s of the last century. Due to innovative technology and aesthetic design, Apple Inc. has established a unique reputation comparable to the cult in the consumer electronics industry. In 2014 the company was ranked first in the world by market capitalization. The concept of the brand is built around the slogan 'Think different’ (Linzmayer, 2004).
A. BACKGROUND
History
The history of Apple began thirty years ago, when the two friends, Steve Jobs and Steve Wozniak decided to found their own company for the production and release of computers. Officially, Apple was founded on April 1, 1976, and it was then that the market has handpicked computer Apple Computer I. Within ten months there were collected and sold 175 shares at a price of $ 666.66. In fact, Apple I was a motherboard without housing, keyboard, sound, and graphics.
In February 1977, Apple`s president became Michael Scott. A significant step forward was the release in April of this year of Apple Computer II - the first personal computer with color graphics. There was support for the display of different colors, developed by the team to work with sound and, therefore, computer had a built-in speaker and keyboard, the opportunity of operative change of the display was the power supply, etc. Then there appeared worldwide famous logo, a multicolored bitten apple created by advertising agency Regis McKenna (Linzmayer, 2004).
The very first Macintosh, Apple has officially unveiled on January 22, 1984 with commercials '1984 ' based on the story of the book by D. Orwell. This cli...


... middle of paper ...


... created web sites for the dissemination of the data processed in the public sector (Bizer et al., 2007). Therefore, Apple is recommended to launch wide marketing campaign encouraging users to join the open data move.
References
Bizer, C., Heath, T., Ayers, D., & Raimond, Y. (2007, June). Interlinking open data on the web. In Demonstrations Track, 4th European Semantic Web Conference, Innsbruck, Austria.

Cruikshank, J. L. (2006). The Apple way: 12 management lessons from the world 's most innovative company. McGraw-Hill.

Deutschman, A. (2001). The second coming of Steve Jobs. Crown Business.

Linzmayer, O. W. (2004). Apple confidential 2.0: The definitive history of the world 's most colorful company. No Starch Press.

West, J., & Mace, M. (2010). Browsing as the killer app: Explaining the rapid success of Apple 's iPhone. Telecommunications Policy, 34(5), 270-286.

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